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June 22-25,
2009
i3 Conference
Aberdeen,
Scotland
Convenience, Connections,
Correctness, and Choice:
Critical Components of Virtual Reference Service Quality
Convenience, Connections,
Correctness, and Choice:
Critical Components of Virtual Reference Service Quality
Marie L. Radford, Ph.D.Associate Professor
Rutgers, The State University of New Jersey
Lynn Silipigni Connaway, Ph.D.
Senior Research ScientistOCLC Research
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Critical Components Critical Components
•Research to understand needs of diverse user population
•Design services to meet users’ needs
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Information EnvironmentInformation Environment
•Rapidly changing user characteristics
• Information-seeking preferences
• Communication & behavior patterns
•Global economics
• Decrease in funding sources
• Ongoing budget cuts
• Informed decision-making critical
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IMLS, OCLC, & Rutgers University funded project
Four phases:
Focus group interviews
Analysis of 850 QuestionPoint live chat transcripts
Online surveys
137 VRS Users
184 VRS Non-users
Telephone interviews
76 VRS Users
107 VRS Non-users
Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, & Librarian Perspectives
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Online Surveys & Phone InterviewsOnline Surveys & Phone Interviews
•Descriptive statistical analysis
•Demographics
•Multiple choice (surveys only)
•Likert-type (surveys only)
•Qualitative analysis
•Open-ended questions
•2 critical incident (CI) questions
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User Demographics:Online Surveys & Telephone Interviews (N=212)
User Demographics:Online Surveys & Telephone Interviews (N=212)
Net Gen (N=70)
•Female (54%, 38)
•19-28 years old (53%, 37)
•Caucasian (66%, 46)
•Suburban public libraries
Adult, 29+ (N=142)
•Female (72%, 102)
•36-45 years old (34%, 48)
•Caucasian (85%, 121)
•Suburban public libraries
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Experience with Service Modes: User Online Survey (N=137)Experience with Service Modes: User Online Survey (N=137)
64%87
48%66 37%
50
0%
10%
20%
30%
40%
50%
60%
70%
Email Telephone IM
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57%78
22%30
10%14
7%9
4%6
2-3 Times Total
4-6 Times Total
1-2 Times/Month
3-4 Times/Month
5 or MoreTimes/Month
Frequency of Use: User Online Survey(N=137)
Frequency of Use: User Online Survey(N=137)
How often have you used chat
reference?
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76%37
6%314%
7
4%2
0%0
36%12
36%12
12%4
15%5
0%0
0%
10%
20%
30%
40%
50%
60%
70%
80%
FtF Phone Email Text Chat
Net Gen VRS Users Adult VRS Users
Chat Least Intimidating: User Online Survey Net Gens (N=49) Adults (N=88)
Chat Least Intimidating: User Online Survey Net Gens (N=49) Adults (N=88)
“I am least intimidated by”
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92%81
82%40
76%
78%
80%
82%
84%
86%
88%
90%
92%
94%
Net Gen VRS Users Adult VRS Users
Likely to Return? User Online Survey Net Gens (N=49) Adults (N=88)
Likely to Return? User Online Survey Net Gens (N=49) Adults (N=88)
“The probability that I will use reference services again is”
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Why Users Recommend VRS:Telephone Interviews (N=76)Why Users Recommend VRS:Telephone Interviews (N=76)
•Would recommend VRS (89%, 68)
•Why?
•Speed & efficiency (32%, 24)
•Convenience (32%, 24)
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User Telephone Interviews: Chat is Convenient (N=76)User Telephone Interviews: Chat is Convenient (N=76)
Chat 1st choice
•18% (14) quick answers
Why?
•60% (45) convenience
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Recommendation Important: User Online Surveys Net Gens (N=49)
Recommendation Important: User Online Surveys Net Gens (N=49)
•Used VRS because recommended
•Recommended VRS more than adults
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What Attracts Users to VRS?Online Surveys (N=137)What Attracts Users to VRS?Online Surveys (N=137)
•Convenience, Convenience, Convenience
• Available 24/7
• Working from home
• At night or on weekends
• Immediate answers
• Lack of cost
• Efficient
•Less intimidating interactions
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Important to All UsersImportant to All Users
•Knowledgeable librarians
•Positive attitude
•Communication skills
•Valued by “Screenagers”
•Personal relationship
•Successful interactions
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Experience with Reference Modes:Non-User Online Survey (N=184)
Experience with Reference Modes:Non-User Online Survey (N=184)
28%52
19%35
2%3
0%
5%
10%
15%
20%
25%
30%
Telephone Email IM
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FtF Preferred: Non-User Online SurveyNet Gens (N=122) Adults (N=62)
FtF Preferred: Non-User Online SurveyNet Gens (N=122) Adults (N=62)
•Adults (81%, 50)
•Net Gens (71%, 87)
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Texting12%15
Email27%33
Phone12%14
FtF49%60
FtF Preferred by Net Gens:Non-user Online Survey (N=122)
FtF Preferred by Net Gens:Non-user Online Survey (N=122)
“I most enjoy using”
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FtF20%24
Phone12%15
Texting17%21
Email51%62
Email Least Intimidating Mode: Non-User Online Survey Net Gens (N=122)
Email Least Intimidating Mode: Non-User Online Survey Net Gens (N=122)
“I am least intimidated by”
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Critical Considerations for Info Seeking:Non-User Online SurveyNet Gens (N=87) Adults (N=51)
Critical Considerations for Info Seeking:Non-User Online SurveyNet Gens (N=87) Adults (N=51)
•Convenience
• Net Gens (87%, 76)
• Adults (78%, 40)
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Critical Considerations for Info Seeking:Non-User Online SurveyNet Gens (N=41) Adults (N=13)
Critical Considerations for Info Seeking:Non-User Online SurveyNet Gens (N=41) Adults (N=13)
•Remote access is important
•Net Gens (95%, 39)
•Adults (85%, 11)
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Interpersonal Communication is Valued:Non-User Online SurveysNet Gens (N=86) Adults (N=51)
Interpersonal Communication is Valued:Non-User Online SurveysNet Gens (N=86) Adults (N=51)
•Personal Relationship
•Adults (43%, 22)
•Net Gens (24%, 24)
•Specific Librarian
•Adults (51%, 26)
•Net Gens (42%, 36)
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29%4
69%28
0%
10%
20%
30%
40%
50%
60%
70%
80%
Net Gen VRS Non-users Adult VRS Non-users
Friendliness & Politeness Valued:Non-User Online SurveyNet Gens (N=41) Adults (N=14)
Friendliness & Politeness Valued:Non-User Online SurveyNet Gens (N=41) Adults (N=14)
“The librarian is friendly and polite”
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Why They Do Not Choose VRS: Non-User Online SurveyNet Gens (N=122) Adults (N=62)
Why They Do Not Choose VRS: Non-User Online SurveyNet Gens (N=122) Adults (N=62)
•Too complicated
•Adults (53%, 33)
•Net Gens (35%, 43)
•Typing skills poor
•Adults (35%, 22)
•Net Gens (16%, 19)
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Why They Do Not Choose VRS:Non-User Online SurveyNet Gens (N=122) Adults (N=62)
Why They Do Not Choose VRS:Non-User Online SurveyNet Gens (N=122) Adults (N=62)
•Believe questions might annoy librarian
•Net Gens (29%, 32)
•Adults (16%, 10)
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Why Net Gens Do Not Choose VRS:Non-User Online Survey (N=122)
Why Net Gens Do Not Choose VRS:Non-User Online Survey (N=122)
•Don’t know it is available
•Believe librarian couldn’t help
•Lack of 24/7 service
•Satisfied w/ other info sources
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Why Adults Do Not Choose VRS: Non-User Online Survey (N=62)
Why Adults Do Not Choose VRS: Non-User Online Survey (N=62)
•Same as Net-Gen, but also…
•Lack computer skills
•Type slowly
•Complexity of chat environment
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Non-User Telephone Interviews (N=107)
Non-User Telephone Interviews (N=107)
•FtF Preferred (24%, 26)
•Do not know VRS exists (16%, 17)
•Alternatives to library
• Internet (43%, 45)
•Personal convenience (38%, 39)
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What We LearnedWhat We Learned
FtF & VRS Users want
•Extended service hours
•Access to electronic information
•Interact w/ friendly librarians
•Personal relationship with librarians
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What We Can DoWhat We Can Do
Provide
•Variety of service modes
•Convenient, authoritative, reliable services
•Accurate information
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What Else We Can DoWhat Else We Can Do
•Creative marketing
• Promote full range of options
• Reassure young people VRS safe
•Build positive relationships whether FtF, phone, or online
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End NotesEnd Notes
This is one of the outcomes from the projectSeeking Synchronicity: Evaluating Virtual Reference
Services from User, Non-User, and Librarian Perspectives
Funded by IMLS, Rutgers University, & OCLC Online Computer Library Center, Inc.
Slides available at project web site: http://www.oclc.org/research/projects/synchronicity/
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June 22-25,
2009
i3 Conference
Aberdeen,
Scotland
Questions & Comments
Questions & Comments
Lynn Silipigni [email protected]
Marie L. [email protected]